Here is what you should know about the updates Airbridge has implemented to enhance its attribution.

The enhanced Airbridge attribution has been in effect since April 1, 2024, at UTC +00:00. The enhancements, rolled out across all Airbridge customers, do not require additional setup.

Airbridge is applying additional attribution rules and machine learning-driven probabilistic modeling to measure performance. This allows Airbridge, even without enough user data such as identifiers, to track conversions more accurately in the following contexts:

• Conversions are from ATT opt-out devices on iOS 14.5 or later

• Conversions are driven by deep links

With the enhancements, the performance of most ad channels will be measured more. As a result, the attribution data available in Airbridge reports will show higher counts.